According to Brian Carroll, CEO of InTouch and author of Lead Generation for the
Complex Sale, up to 95 percent of qualified prospects on your Web site are there to research and are not yet ready to talk with a sales rep

You can usually describe a brand personality as a collection of adjectives commonly used to describe people’s personalities
Conservative or progressive?
Formal or Casual?
Serious or playful?
Leading or supportive?
Stylish or plain?
Reserved or outspoken?
Stable or dynamic?
Predictable or surprising?